Abstract
The extension of the lifetime or time of use of garments is a way to face the increase in the environmental impact in the fashion industry, derived from the acceleration in demand and the discarding of products. The objective of this study was to identify the variables involved in the premature disuse of casual clothing in order to be intervened by design throughout its stages. This, through a qualitative approach in which interviews were applied to representatives of companies and consumers in the city of Bucaramanga and its metropolitan area as well as observations in the digital sales environments of national brands. The foregoing with the aim of identifying actions and statements of brands egarding durability and its relationship with the purchasing criteria of the consumers, as well as the motivations for retention and discarding of garments. The findings show that the focus of the efforts is on the robustness of the materials and the timeless garments based on minimalism, the use of manual and artisan production technique as well as the construction of an aesthetic identity of recognizable brand. For its part, comfort represented the main purchase criterion as well as the criterion for the decision to retain or discard the product, while quality or robustness did not present a major influence in these scenarios. These results allow visualizing opportunities for innovation through the application of design based on empathy with the users.
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